Consumers In Tamil Nadu Up In Arms As Aavin Stops Distribution Of Popular Green Pack Milk

Aavin, the largest dairy cooperative controlled by the Tamil Nadu government has hit headlines. Set up in 1981, this popular brand like Amul in Tamil Nadu has stopped distribution of its popular Green pack milk which enjoys 40% market share. Green pack which contains 4.5% fat content has been replaced by lavender coloured Delite which has 3.5 % fat content. This move has sent consumers and Opposition parties into a tizzy of anger. TN’s former CM Edappadi Palaniswami and AMMK’s supremo TTV Dinakaran condemned the move to sell less fat content Delite at the same price. This move is to popularise private milk brands through the back door says BJP leader K Annamalai. It may be recalled a few months when Amul was making inroads into TN, the DMK government raised hue and cry how local brands are being cannibalized. Neighbouring Karnataka during elections time saw similar protests by politicians saying how local brand Nandini was being killed with the entry of Amul. Interestingly, TN’s minister for milk production, Mano Thangaraj has come up with an ingenious justification, “Look how health conscious people are…they don’t want fat in any form. We have public health as our main concern.” Aavin which processes 30 lakh litres of milk every day ranks eight in consumer packaged goods category of 10 most famous brands. Several private sector players have tried to compete but are unable to sustain Aavin’s reach, price point and popularity.